| Title | INTERACTIVE LIVE CM |
| Brand | KIRIN BREWERY COMPANY, LIMITED |
| Product / Service | ALCOHOLIC BEVERAGES |
| Category | D02. Use of Mobile |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Idea Creation 2 | HAROID INC. Tokyo, JAPAN |
| Media Placement | DENTSU INC. Tokyo, JAPAN |
| Media Placement 2 | NIPPON TELEVISION NETWORK CORPORATION Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| Production | AX-ON Tokyo, JAPAN |
| Production 2 | HAROID INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Jun Hatano | Kirin Brewery Company, Limited | Producer |
| Seiya Komatsu | Kirin Brewery Company, Limited | Producer |
| Koji Yamada | DENTSU INC. | Account Planner |
| Hiroki Ochi | DENTSU INC. | Account Planner |
| Hideaki Haruta | DENTSU INC. | Director |
| Hiroyuki Matsuyama | DENTSU INC. | Consulting Director |
| Shusuke Morioka | DENTSU INC. | Producer |
| Yasuhiro Shimada | DENTSU INC. | Chief Media Planner |
| Yasuhumi Shinpo | DENTSU INC. | Senior Planning Manager |
| Hiroyuki Ito | DENTSU INC. | Executive Creative Director |
| Mitsushi Abe | DENTSU INC. | Creative Director |
| Koyu Numata | DENTSU INC. | CM Planner |
| Kanako Tsuda | DENTSU INC. | CM Planner |
| Hutoshi Nakanishi | Nippon Television Network Corporation | Producer |
| Kyoko Kaiyama | Nippon Television Network Corporation | Producer |
| Makoto Suzuki | Nippon Television Network Corporation | Account Planner |
| Keigo Nakamura | Nippon Television Network Corporation | Account Manager |
| Mako Kajimoto | Nippon Television Network Corporation | Account Manager |
| Tsuguhiro Murata | AX-ON Inc. | Producer |
| Furuta Norio | AX-ON Inc. | Director |
| Saeko Sakai | AX-ON Inc. | Director |
| Yoshimasa Eto | AX-ON Inc. | Production Manager |
| Kou Degawa | AX-ON Inc. | Production Manager |
| Ryo Kishi | HAROiD Inc. | Creative Director |
| Tomoko Toyama | HAROiD Inc. | Technical Director |
| Kazuyoshi Usui | HAROiD Inc. | Visual Coder |
| Yusuke Narita | HAROiD Inc. | Front End Engineer |
| Shintaro Kanega | HAROiD Inc. | Project Manager |
| Takero Ishizuka | HAROiD Inc. | Web Director |
| Shinichi Kosugiyama | HAROiD Inc. | Customer Support |
Elaboration of a big scale convenience store sampling campaign that rely on an interactive commercial.
*The explanation below is for the ice break challenge version. Other versions also have similar structures. 1: High-speed collection of big scale real-time data Hundreds of thousands of participants’ smartphones action data Instant collection of (Tap, swipe, wave) Recognition of the exact point every participant touched on their smartphone to collect the number of times every ice block has been touched inside the commercial. 2: Reflect instantly the collected data on the live commercial. Delivering a multi-layered story and change the visual effects accordingly to the users’ actions. Generation of ice breaking real-time visual effects according to the number of times each block has been touched. 3: Immediate distribution of incentive to the participants Issuing coupon codes to be exchanged for the product to the participants and make possible the exchange in stores. Participants were able to get a product just by stopping by in the store with their smartphone.
A total of 176.000 people participated to the campaigns. Appeared on Yahoo top 10 buzz word two weeks in a row. By comparison to conventional sampling campaign, the rate of coupon exchange reached the impressive number of 80%.
Our campaign integrated user-participating TV Ad and mass product sampling, where online participants received unique coupon codes that could be exchanged at convenient stores across the country, successfully contributing in mass real store visits.
We collaborated with a nation-wide TV station and broadcasted 60 seconds, 2 weeks in a row, the "INTERACTiVE LiVE CM". By collecting action data on user smartphones and giving real-time feedback to our commercial, we were able to deliver a completely new experience to the users, which was somewhere between and beyond TV show and TV commercial. Unique coupon codes were issued instantly to participant users which could then be exchanged for the sponsor product in real stores. We built up a system that created a new synergy between mass marketing and sales promotion: O2O2O.